Organizational Citizenship Behaviours (OCBs) refers to the constructive and positive behaviours of an organisation’s employees that are meant to support the other co-workers and reap benefits for the company. Boiral in his article reveals that environmental issues are complex and when coupled with the human aspects they need to be considered in order to decentralize and engage OCBs. He identifies various behaviours like promoting social legitimacy, eco-efficiency, civic virtue and obeying organisation’s rules and regulations. The Diageo group of companies is a global producer and distributor of premium drinks and has engaged its employees in OCBs. The company believes in making a positive impact on the lives of the communities and being responsible towards the environment.
The company has created a working environment that allows its employees to utilize and reach their potential, where they can freely express their view. The employees volunteer in tree planting during world environment day and other social functions. The company in its effort to achieve excellence in corporate and environment citizenship, it has developed individual personal objectives that help in achieving performance targets in underlying issues. One major issue is to the effects of its products on the environment. Socio legitimacy has been employed, by the company, to counter this issue. Diageo engages its employees and other stakeholders in the processes of improving and ensuring environmental sustainability. The environmental system and culture within Diageo is supported by the personal objectives that have been set to promote citizenship. Diageo’s environmental performance can be improved through promoting civic virtue. This is a behaviour demonstrated by an employee that displays a responsible concern towards the well-being and image of the company. It can be achieved by engaging employees in voluntary participation, in company’s functions. These actions would impact on company’s efficiency in environmental management and sustainable eco-efficiency development.
Boiral, O. (2009). Greening the Corporation Through Organizational Citizenship Behavior. Journal of Business Ethics,Volume 87, 221-236.
Diageo. (2013). Sustainability & Responsibility. Retrieved from Diageo: http://www.diageo.com/en-row/CSR/Pages/default.aspx